Wine-related lifestyle segmentation of the Australian domestic wine market

Abstract

The enormous growth of the Australian wine industry in the 1990s relied strongly on the export market, whereas domestic markets remained relatively stagnant. The study with 272 subjects in Adelaide in 2000 wants to contribute to better market transparency for adopting the product line to consumer demands. Consumers were clustered into five groups: Enjoyment oriented social drinkers (14 %), fashion or image oriented drinkers (19 %), ritual oriented conspicuous wine enthusiasts (18 %), purposeful inconspicious premium drinkers (25 %) and basic wine drinkers (24 %). Details on average age, educational status, income and consumption are given together with a number of indicative brands for the respective group.